When it comes to industrial expansion, no industry has been able to outpace the gambling industry. From brick-and-mortar casinos to online gambling platforms you can access from your smartphones, the gambling industry has evolved greatly over the years. The introduction of the first online casino in the late 1990s marked a giant watershed in the evolution of the global gambling industry.
Over a decade ago, the online gambling market was a small segment of the gambling industry. Now, it has become the largest and most lucrative segment of the global gambling market. With the moderation of gambling laws across various countries in the world, the global online gambling industry has started booming in recent years. Online casinos have already outmatched their land-based counterparts on a lot of fronts i.e. games variety, convenience, incentives, accessibility, etc.
The dramatic increase of female players in the online gambling industry
The online gambling industry itself has undergone a lot of changes in the last few years. The most pronounced change is the dramatic increase of female players. What was once known as a male-only sport has now attracted a diverse customer group with female players constituting 30 to 40 percent of total iGaming customers globally.
Though the massive influx of female players in the iGaming industry is attributable to many factors, the lockdown imposed due to the outburst of the COVID-19 pandemic is a prime factor. During the pandemic, when everybody was trying to do something new and interesting, a great percentage of women chose to broaden their horizons by engaging in iGaming. Nevertheless, the number of female online gamblers was skyrocketing even before the pandemic emerged and it is still surging with Sweden having the largest percentage of female gamblers (32%), followed by the United Kingdom (32%) and Italy (21%).
Adapting to changing market trends
With the rapidly growing number of female players in the iGaming industry, online casino operators are rapidly adapting to changing market trends. Additionally, game developers are also adapting to the changing needs of their customers with the addition of this new segment into the customer base. In Sweden, Spain, Italy, and England, female gamblers have been observed to engage in slot games and sports betting most frequently. Many non Gamstop casino sites have introduced more slot games to attract female players. Similarly, bestuk.casino also has a variety of slot games to choose from.
Though women have brought about changes in many segments of the online gambling industry, sports betting seems to be their favorite gambling activity. About five years ago, sports betting was deemed a men-only sport and all sports betting ads were targeted to men. However, sports betting trends are dramatically changing with female bettors outnumbering male bettors in many market segments, specifically in Australia. According to research conducted at Deakin University in Geelong, Australia, sports betting trends are shifting rapidly in the country with the emergence of zillions of sports betting ads targeted to young women.
With the increasing domination of women in the online gambling industry, online casino operators are pushed to remodel their marketing campaigns to make them gender-neutral. The gambling behavior of male and female players varies significantly. Therefore, there is a dire need of formulating all-inclusive gender-neutral marketing plans geared towards both male and female players.